Create a Powerful Brand: 4 Tips for Brand Success

In case you didn’t know already, the baking industry is FIERCELY competitive. Hundreds of new bakeries open their doors every year – but most of them FAIL and shut down within the first 12 months.

Why? Because everyone can learn how to make pretty things. To stand out in a saturated market, you need to POSITION your brand as the magic, IRRESISTIBLE, pill your customer needs to solve all their problems! And in today’s blog post, I’m gonna show you HOW.

1) Identify your NICHE

If you try to sell everything to everyone, you’ll end up selling to NO ONE. If you want to make a mark in the industry, you need to identify a niche and position yourself as the BEST in your area.

So, how do you do that?:

• Identify your strengths & passions! Answer this: What are you EXCEPTIONALLY good at doing? Are you a master at crafting intricate wedding cakes? Do you love making gluten-free pastries? Discover what you’re passionate about AND super talented at. Then use that knowledge to zero in on your specialty.
• Analyze market gaps and trends: Study the baking industry, research your competitors, and identify gaps and emerging trends. Your goal is to find that untapped area that aligns with your unique skills and addresses an unmet need in the industry.
• Consider your target audience! It's crucial to understand your ideal customers. What do they crave? What are their preferences, needs, and desires? How can YOU give them what they need? Identify your target audience’s needs and wants and position your offerings to meet their specific demands.

Remember, finding your niche is about narrowing your focus and becoming the go-to EXPERT in a specific area. Think about Scharffen Berger Chocolate Maker. When they debuted in 1996, they pioneered contemporary American craft chocolate. Their brand logo clearly and cleverly emphasizes their differentiation as "Chocolate Maker," and establishes their expertise in the field.

By identifying your niche, you'll attract loyal customers who want exactly what you have to offer (and are willing to pay TOP DOLLAR for it!). So zero in on your niche and position yourself as the BEST in your field.

2) Leverage your UNIQUE SELLING PROPOSITION (USP)

First things first: what exactly is a USP and why does it matter?

Your Unique Selling Proposition or USP is a distinct feature, benefit, or characteristic that sets you apart from the competition. It highlights the UNIQUE value you bring to the table and tells your customers why they should choose YOU over anyone else.

A strong USP builds customer loyalty. When customers recognize and appreciate the unique value you provide, they become loyal advocates of your brand. This generates repeat business and leads to word-of-mouth referrals, which means MORE sales for you!

Consider Wolferman’s bakery, for example. In their recent rebranding, they’ve strategically positioned themselves as the neighborhood bakery that’s always open, 24/7. This is reflected in their USP: “Always Open, Always Good.” It looks and seems simple but it effectively communicates the brand’s commitment to being available to customers at all times, WHILE honoring its longstanding dedication to quality and freshness.

To learn how to identify and craft a compelling USP for your baking business, check out this useful resource →

3) Express your brand’s IDENTITY

Let’s face it: In today’s world, rainbow cupcakes and homemade chocolate chip cookies aren’t gonna do it anymore. If you want to stand out and be REMEMBERED by your customers, you need to do MORE than that.

You need to highlight your brand’s identity and unique personality.

To achieve this, you have to pay attention to both visual elements and messaging in your marketing.

Visual Elements

• Logos: Your logo is the foundation of your visual identity. Your logo speaks for your business before you can. It appears everywhere from your storefront and social media to your packaging, brochures, and merchandise. Take the time to carefully consider what you want your logo to look like and represent. Check out this article on creating a fabulous logo for free using Canva →
• Design and Images: Use consistent and visually appealing design elements across all your marketing materials. Sprinkles Cupcakes does this really well with its bright and vibrant color scheme.
• Fonts: Choose fonts that reflect your brand's personality. Opt for a bold and modern font to evoke innovation and creativity, or go for a classic script font to convey elegance and tradition. Your font is super important, so make sure you’re taking the time to think about your brand and what you want your brand to say about your business.

Messaging

• Language: Develop a unique and authentic voice that speaks to your target audience. Are you witty and humorous? Professional and informative? Customize your language to resonate with your customers.
• Tone: Consider the emotions you want to evoke. Are you aiming for excitement, comfort, or sophistication? Remember, people may not recall what your cupcakes tasted like, but they’ll always remember how you made them FEEL.

Whether you embrace a vibrant and contemporary personality or lean more into vintage and tradition, remember that CONSISTENCY is everything here. Don’t make the mistake of leaving your customers feeling lost and confused about who you are and what you stand for.

4) Cover EVERY touchpoint

When it comes to brand positioning, a holistic approach is the KEY to success. Your brand should leave a lasting impression, from the moment a customer discovers you to every interaction they have with your website, social media, and even your packaging.

Identify the key places in your baking business where brand positioning matters the most. Consider your website, social media platforms, packaging, storefront display windows, customer interactions, and even your delivery process. Each touchpoint is an opportunity to reinforce your brand's values and leave a lasting impression.

Take The Puratos Group, for example. Their tagline, “Food Innovation For Good” highlights their core mission – creating innovative food solutions for the health and well-being of people everywhere.

But their strategic positioning doesn’t stop at the logo and tagline. Puratos’s Chief Marketing Officer, Sophie Blum, states that as a responsible food business, they’ve implemented a range of initiatives to create positive change: “Our Bakery Schools provide youngsters with quality education and create the skills needed within the industry, while our Cacao-Trace program is helping cocoa farmers worldwide increase their income, thanks to the production of superior-tasting chocolate through the mastering of the fermentation process.”

That’s a powerful example of how businesses can work their values, mission, and brand position into their business model and incorporate it into the company’s ethos and culture.

Remember, a cohesive brand experience across all touchpoints is your BEST shot at building trust and customer loyalty and establishing a strong presence in this industry.

So there you have it – my proven and foolproof strategies for positioning your brand in a COMPETITIVE INDUSTRY! Now that you know exactly what it takes to stand out, be UNFORGETTABLE and create a loyal customer base, it’s time to get moving and put these strategies into ACTION!

If you have any questions or wanna continue the conversation, remember my DMs are always open. Shoot me a message on Instagram (@https://www.instagram.com/thecakemamas/ anytime!